Simple Advertising You people are idiots.


Passive Income Websites

We're sorry. No.

The only significant revenue that we see in the real marketplace using passive income websites is the profits made by people selling shoddy advice about how to get rich quick. This includes affiliate sites, which people don't seem to recognize as pyramid or MLM schemes. It's hard to know how many people actually take a passive income website to real profits, but our guess is that it's mostly people selling advice on how to make money from passive income websites. It's a logic so tortured that it's enough to make your head spin around.

The principle behind the advice seller's success is simple. The act of spending some money makes you feel like you've done something. We've talked to more than a few people who seem to be fairly manic about the idea. The experience has reminded us of addicts, like a gambler who's sure that the next roll of the dice will be the big win. If you want a shot at something real... buy a lottery ticket.

We feel strongly that taking people's money in exchange for a very low success rate is wrong.

If you'd like to be valued in any marketplace, do something valuable. There is so much junk out there that almost the only requirement for creating a new business is that you tell the truth and do something real. That simple act of authenticity raises your efforts up out of all the marketing junk. People know the authentic immediately and it's the basis of most good businesses.

Because it happens that so many are tempted to practice bad ethics in the marketplace, there are laws against it. Here's a link to the Federal Trade Commission's guide about marketing claims: Click. Please give these ideas some consideration--the people telling you that you can make money sitting back doing nothing... they might not just be lying--they might also be breaking the law.


Why Advertise? (Part II)

Why Should Small Business Advertise?

Because it's possible to become very rich--even if you live in Nebraska!

Anyone over a certain age probably remembers watching a TV show called "Mutual of Omaha's Wild Kingdom." That show hasn't been on the air for decades, but most of us still know that name. The company is HUGE--they make billions--and they did it by advertising.

Literally right down the street are the offices of the company run by Warren Buffet, who is one of the richest men in the world. Want to know his amazingly simple money making secret? He buys companies that he feels are not selling enough-- and then he advertises them like crazy. Ever seen a GEICO ad? Dairy Queen?

Don't kid yourself- advertising works.


Free Stuff Not Working?

We work with new small business advertisers all the time. Some people still work with the expectation that they can create their own website and then orders will come from around the world. So, what do you do when free advertising doesn't bring you business? Get Serious.

You have two choices:

  1. Buy your way to the Top of Search Results.
  2. Fix your content so that it naturally appears at the Top of Search Results

Buying Results. The shortest route is to buy your way to the top of the search lists with paid placement. Google's AdWords program provides excellent management of pay per click and it includes tools to help extend out your advertising. You can place your small business ad in the online versions of national magazines and even place them in print through your local newspaper. The downside to AdWords is that it is a continuous expense. You literally pay for every click and over a period of years... well, Google's big for a reason.

Fixing Content (and getting free results). NeighborWave creates or re-creates websites using exceptional SEO. The Search Optimization field can be very complicated, but we keep it simple for you. While we keep your focus on what you say to customers, part of our focus is to make sure that your content "speaks" to the search engines. Most of our local business sites work just fine without paying for clicks, but there are some categories of business with large numbers of competitors. If you do need to purchase leads through pay per click, we'll getting you working right away with smart keywords, good content and good cost management.

Give us a Wave.


Web Design

Design is not trivial, but it's not the only thing in your advertising. Many people use up all of their energy (or budget) working on the look-- and then they have nothing left for the functional work of their marketing: for making messages, for getting found by Google, for learning how to manage their own pages. Design skills (and dollars) are best suited for Image Advertising and Image Ads are not well suited for either the internet or small business. Customers have questions and they buy where they get answers. Images have a hard time answering specific questions.

For new websites, we use WordPress--and only WordPress. We've got about 93 reasons for this choice, but related to design, the big reason is this: why pay for design when you may not need it and you can get it free?  There is a very large community of thousands of WordPress users and many people contribute exceptional design that is free, nearly free, or just plain amazing! NeighborWave helps you select from thousands of existing designs and then modifies it for correct functionality and your tastes. One of the things that we love about WordPress is that you can re-design your site later and when you're ready--the design gets changed with ONE CLICK. And all that happens while your site continues to answer specific questions.

Why WordPress? YOU get an edit button right on the website. Making changes to your own content is about as hard as using email. Also, because we can work on the design AFTER your content is up and working-- and that helps a lot of people get UNstuck. If you hire us to do your website it gets DONE-- it's good advertising -and- you can keep working on it. Yes, you can get the look that you want, but shouldn't that happen AFTER you know your site will bring you new business?

Sample WordPress Websites

We'll show you how easy it is to create pages right now!


Need Search? (SEO)

$300 equals $40,000 ? ....Seriously?

You bet. SEO does not need to be expensive. It can have remarkable results. One of our $300 clients is making $40,000 per year from Google results. PER YEAR! Those returns are exceptional, not the rule, but why would anyone make a website without using search optimization? Our work has delivered #1 rankings for 17 out of 18 keyword phrases. It's almost guaranteed that you won't get a good return for your investment if you don't optimize for search. If you don't buy search help, you aren't buying results.

How Much?

NeighborWave's search optimization is a little different: it's FREE. What we call it is 'writing the words' for your advertising. Honestly, we just don't understand how other companies sell advertising copy that isn't search optimized.

Do You Need Search?

Yes. You do. The number one problem with small business websites is that they don't get found. SEO (Search Engine Optimization) is the name for the work that gets you found. SEO is so fundamental that we don't even charge for it--we incorporate into the low price of every project that includes internet work. You cannot buy work from us that doesn't include SEO. When the rules change, you need to adapt.

In 2007, Google overtook Yellow Pages when real people look for local services. Local Advertisers can cash in on the 61% purchase rate of local internet searchers. That's right-- Google isn't some future thing anymore. It's where the game is TODAY and 61% of local searches end in a sale.

Search Optimization is so important to the future of advertising that they haven't finished inventing it yet and that means you need an innovative and responsive partner. If you want to make your advertising about creativity and good feelings--good luck to you, NeighborWave is probably not your website company. What we have experienced is that 'creative' advertising can look like advertising and get ignored. If you're ready to create your small business advertising so that you get found by customers and then supply them what they want, then we can tell you this: We love you; You are brilliant; You have a great future. Small Business Advertising is changing and NeighborWave uses methods that will grow your business this week, next year, next decade.

Here is some sample work: you found us! Our primary keyword category is "Small Business Advertising" but we also get found by many other phrases. In May 2008, 108 different phrases brought us visitors. Our own strategy is to stay focused on who we really want to work for: Small Business. For the last several months we have appeared in the top 20 google results--with 96 MILLION competing pages. That's right: we beat 96 MILLION competitors--including some very large companies. We do it every day. Shouldn't you put that expertise to work for you?

The small business websites that we create for customers are inexpensive and flexible. First, get found! THEN pay for nice design and add it to a website that is already bringing you new profits.

Get A Partner for your Small Business Advertising. We'll get your advertising messages placed where it counts: in front of paying customers.


Website Referral Cash

Cash Referral Bonus: $83.67

This is very definitely a real offer, but the REAL reason that we have it here is to show clients: Feeding your word of mouth advertising works better when people have an incentive. “Relational Marketing?” Those are just buzzwords, but relationships and rewards are real. NeighborWave can help your business find ways to reward referrals, too. We’ve got 137 great advertising ideas that we’ve made pretty easy to use.

Every business needs customers and acquiring new customers has a cost. NeighborWave works with a whole bunch of advertising techniques that grow a business by making that ‘acquisition’ easier and much more about people. Besides, it’s cool to get stuff, so bring on the casheesh!

For your Cash: Your referral must contact us first and then become a paying customer. This is actually a great deal for web designers that don’t want to fuss with copywriting and SEO. NeighborWave is very good at supplementing a web designer's work with SEO, improved copy and extended placements. You make good design and we’ll transform it into great advertising for your clients. Simply send us an email or just call and talk to us about your client who needs advertising help. When we get paid, you get paid.

No, we are not willing to spend any time automating an affiliate program. We want to know you, not just them. For design folk: we need to send work to you - often - because we do not focus on design. Seriously, look at this site–is this a design company? This is old school people to people. Again, we will absolutely NOT contact them–they must contact us. We just need to hear from you that you think you have some clients needing help. If you don’t know how to approach your clients about improving their advertising, we can help with that, too.


• • •

referral bonus


We arrived at that figure with some very careful calculations involving radians, the lunar orbit and our dog Dex’s tail chasing rotations. OK. Actually 100 seemed too high and 75 seemed too low. And we know it’s not half way between–had to figure in the tail somewhere so Dex gets a small share, too.


A Simple Plan

Create Content - Publish - Test - Publish Wider

Simple Advertising. First Things First--our company and our people listen to your needs and we're willing to learn from your experience--not just our own. While we do offer some standard services it's important for you to know that you can hire us to do any piece of your advertising or marketing work that you want. Any. If you don't have a plan, don't worry. NeighborWave makes advertising simple for you at your level. We'll get you started and we'll get you DONE. We fix advertising all the time.

NeighborWave creates Simple Advertising that is attractive and easy to use. Easy to use? You bet. We supply both friendly services and tools that you get to use. We help Locally Advertised Small Business use their own publishing as advertising to attract new customers. We can really help you get control of marketing your local business for very little money. Our plans move quickly, allowing you to get down to the clear and simple basics of your marketing. What should you say and where?

Get Help. Take Action! Here's a fairly typical action plan:
Our work for you will definitely be different and much more specific.

  1. We listen to you and we learn.
  2. We Create Your Advertising Content. Simple. Truthful. Compelling.
  3. We Place Your Content As Internet Advertising, then...
  4. We make sure Google understands your site and is bringing you FREE traffic.
  5. Next we show you how to use The Edit Button on your pages (the edit button is only visible to you, but it's right there on your pages, is free, and requires no software for either mac or PC.)
  6. We Track the Results-- not just hits on a website-- but does your advertising actually make you money?
  7. Then We Use Your Content Again In Print (and soon--on TV). Your "next" advertising becomes cheaper and simpler for you.
  8. We Teach You How To Use Your Content Over and Over.

It really doesn't have to be so hard. Often business owners and managers find advertising frustrating. Much of that frustration is because the different kinds of companies that should provide help either don't or can't. They simply won't be helpful. They sell you advice on their terms and do no work or they do work on their terms and don't tell you what's happening or why. Designers only take care of graphics, Copy Writers only write the words, Agencies get paid only to do consulting or placement or management... and when you add in that you have to hire someone else to actually buy the placements, manage the hosting, consult on domain names and then you start monitoring your ads-- it's overwhelming and expensive. It truly doesn't have to be this hard.

NeighborWave Delivers Great Bottom Line Results without the Hassles.

NeighborWave sells simplicity. The work that we do is work that you probably wouldn't want to do yourself. The activities that we perform are writing copy, graphic design and usability design, internet management and we deliver a surprisingly great free marketing strategy with all of our work. We get the details out of your way so you can run your business. Our strategy and advice are free-- you only pay for our work. Our commitment is that we promise to work smart for you. What NeighborWave knows is that if we want to hear from you again, we have to work with a coherent marketing plan for your project. So we do that-- if you don't have a plan, we'll bring one to the project.

We do the detail work so that you can stay focused on results. All of our work is transparent to you if you want to learn: we'll tell you what we think you should try and why you should try it. And this advice comes while we create for you. But our real product is simplifying, smoothing out the complications and getting you a solid plan as a small business advertiser. You can hire us to perform any of the usual advertising production tasks and we're also very happy to work with your existing advertising and resources and with any vendors that you like. We Listen To You First, then we talk together about how our staff can help. And help we do. Your NEW customers will appreciate the honest simplicity and direct useful information in your NeighborWave created advertising messages.

Stop Browsing. Get Some Marketing Help For Your Small Business.


WordPress Consulting

NeighborWave is a WordPress Consultant Heaven! We usually WordPress in the context of Creating Great Advertising for Small and Local Businesses. Yes, that definitely includes freelancers. Our Rates Are Low enough to be able to promise that even a one person business benefits easily. First, we promise: your site will get done on time. Days, not weeks. Next, we'll help search engines find you. Your site really can help your business sell products--even if your only product is time.


YOU get to be in control of your own internet publishing
without the hassle of learning everything from the ground up.

When we create new sites We Only Use WordPress-- it's that good. NeighborWave does great real-world WordPress Consulting. Design, Plugins, Themes, Multiple WordPress Sites in a Single Database-- you name it. If you are having a problem, we can fix your WordPress.

Here's what you can get when you use WordPress.

Benefits for HOW you work on your advertising:

  1. An Edit Button For You. The WordPress 2.7 Menus are super easy to use. If you can do email-- you can work on your own site.
  2. A wealth of available talent- not just us! There are millions of WordPress sites and someone had to make every last one. That means you can get real help because there are lots of WordPress Consultants.
  3. SEO (Search Engine Optimization). WordPress is an excellent platform for Search Optimizing your pages. If your website doesn't get found, can you really call it advertising? Our SEO kicks butt and is cheap.

Website Features. These are standard with every NeighborWave website.

  1. A backup Every Day emailed to you. You can pick less than every day if you'd like.
  2. OR a backup every day on your site. It doesn't get any easier than automatic.
  3. Statistics. Who visited? When (by the hour)? What search brought them? What did they look at?
  4. Easy to use SEO tools. Pick the right words and get them on your pages.
  5. Email button for visitors.
  6. Social Networking link tools for visitors.

Website Add-ons. Very low-priced, but full features.

  1. Shopping Cart. Again, with an edit button for you.
  2. Picture and Product Galleries. Again, with an edit button for you. You can upload your own and know that they'll display just great.
  3. Slideshows. Again, with an edit button for you.

Why Advertise?

Why Should Small Business Advertise?

Because you are better at what you do than you might even realize and the marketplace will reward you if you are willing to start communicating well. Many small business people fall into a kind of trapped thinking that tells them growth will come if they act like and look like big companies. Nope. The truth is that YOU are actually much better at this than you think, but you have probably never had comprehensive advertising help. Corporate CEOs would cry blood to see one tenth the feeling of your company's customers and employees. NeighborWave can help you speak directly to your customer in a way that the big companies never will.

The only behavior of big companies that you should copy is this one: Advertise. It's how they beat you. But you have some tremendous advantages and you can beat-em-back!! You can do it cheaply and with remarkable effectiveness by telling your story well in the right places to the right people. It's authentic, it's simple, it's true, and it works to raise your business up out of the advertising clutter and into the marketplace of meeting needs. That's where the money is--always, every day, it's never anywhere else: the money is always about meeting needs.

It is so important for you to advertise that there are famous authors who cite NOT advertising as a "dumb mistake"

"People also make dumb mistakes because they don’t think of the big picture or don’t take all the data into account. During hard times, a company can cut down on marketing, even though it needs marketing more than ever—but the loss associated with the expenditures takes over rational planning." Read the rest here.


Simple Print Advertising

Doing it yourself? Click Here.

First things First! How many times do you want to pay to create the content for your print advertising? Are you paying again every time you run an ad or does it feel like you have to do most of the work? We'll save you time and money by creating your content ONCE. Pay for it once, then advertise anywhere.

We definitely work with Advertising Print Design. Here is our own print brochure from a while back. The quality is reduced to make it quickly transfer on the internet. We don't stop with the creation-- we'll find you a local source for printing and mailing, too. Give it a click and you'll see the full page. This is the inside page only and the writing came from an earlier version of the advertising copy that we published on the internet.

Here's a simple advertising example:

We created our advertising materials once and then we used our advertising content again as another kind of advertising. Efficient! Simple! And one effort helps the next effort. That's what we do. Our price for a simple introductory brochure like this one is a very low $250, but if we've written for your website the price is only $100.

Simple Advertising Print

Care to See the Logo?


Really Not Advertise in the Down Economy?

Do you still want to be in business in 5 years? You always have 3 real choices in adverse situations: 1. Change the situation; 2. Change yourself in the situation; 3. Leave the situation. So, again: Do want to be in business in 5 years? NeighborWave is easily affordable and we make advertising that works long term. That means that our clients are not panicking. You can get in front of the real opportunities that you have today and tomorrow and make more money.  [This article was originally written in September 2007.]

NeighborWave can help your company advertise effectively in today's market
for as little as $100.

Do you just want to know how? Click here for "How to Advertise in a Down Economy."

Why Should your business advertise now? Advertising has a real response rate even in a recession. What is useful for you to know is that your competitors are running away from their advertising budgets. While they run, you can Increase Market Share permanently. Is advertising in a down economy a good idea? Better than just good, it's a great idea. The economic bumpy road for 2008 is creating a great opportunity for the present and future of your business. You can advertise and compete for new customers much more cheaply. Here's the how and why:

  • When Sales are Down, your competition's Ad Budgets go Down. They act on their fear and stay out of your way.
  • Fewer Ads means less competition for all of your ads.
  • If You Advertise NOW to Increase Market Share, you'll get new sales-- now and later.
  • When the economy rebounds, your market share is increased.
  • A 5% gain in market share can equal a 25% income gain in two years.

Let's stop to do some simple math here-- you pay the advertising costs to see a 5% increase in sales during the down economy. When the down economy bounces back, you GET a 25% increase in sales. Seems like a bargain to us... and we aren't alone:

"...a business-to-business (b-to-b) media study conducted by Yankelovich Partners and Harris Interactive. The study showed more than 85 percent of business executives believe advertising during a down economy is extremely important." [Source]

Here's the catch, though-- and I just don't have a better word than weird to describe how 85% believe it's important, but as the chart below shows.... no one actually does it! The short advice: don't be the believer who won't act! NeighborWave helps small business with innovative ads that cut through the clutter. We'll talk with you for free and show you a plan that can take care of you for years-- even a tough year like 2008. Many businesses will reduce their advertising budgets in 2008 just on their expectations. What that clearly means for you is that there will be less advertising competition during a down economy. There will be fewer ads competing with yours. Historically, big business in particular pulls back their advertising dollars in every economic downturn. NeighborWave's Small Business Advertisers can gain some ground especially against larger competitors during this time. In charts, you can watch the line of advertising dollars following the economy quite closely. See for yourself:

advertising and the economy

Be Smart. Press your advantage while your competition is staying out of the game. If you're interested in reading more on this topic, here's a white paper from a firm that consults for big business. NeighborWave is a privately held small company in Berkeley, California. We help Small Business develop and deliver advertising messages using simple tools like websites with an edit button.

Give us a wave, we'll help you get started.


Compare Methods For Advertising Local Business

This is a truly tough topic because there are a tremendous number of possibilities. A brief guide is available here from– it's useful and concise. One of the main points in the above article is that "getting your name out there" is NOT effective- but the messages attached to your name can be effective. And notice that web advertising isn't even mentioned in an article written in 2003.

How Much Money For How Many Customers?

How do you Compare Advertising Methods For Local Business? Look at how specific advertising affects your sales. If you can't track your results, you shouldn't buy it. And remember: you aren't buying an ad-- instead, your job is to buy advertising results from a specific ad.

Here is NeighborWave's basic proposition: We can create and implement a complete small business advertising plan with FIVE YEARS of highly targeted advertising for under $1000-- and you'll be ahead of most of your local competitors. NeighborWave creates the messages that customers need to hear in your advertising-- and we work WITH the search engines so that customers find you. 61% of searchers looking for a local product or service become a buyer. You can have useful customer contact with people who are local to you while you develop effective advertising messages that you can place anywhere.

Who's Working?

Before I discuss this, I want to you picture someone at work. If you're picturing someone at a computer, you've just pictured the single most common work environment. Now, do you suppose they get up and go look for the book? No. It is becoming more and more common for people to just type what they are looking to find. They type what they want to buy and the location where they want to buy it. Five years ago, advertising on the net didn't work for small business-- that's why it wasn't mentioned in the article above. But times change, and so do consumer habits. Is your business working in a way that will place your advertising on a cell phone map?

For most local businesses, the real choices are:
Yellow Pages, some print advertising, and the internet.
So, where should you start?

Start working on your future. The cost of a five year plan of internet advertising is almost entirely up front. Hosting a website is quite CHEAP at forty bucks per year. A reasonable design with reasonable copy writing keeps working for years. Our copywriting typically costs $400. We can create a site for you that includes an edit button using the same tools that we use here for another $400. That’s about FIVE YEARS of advertising directly to people trying to find you for around $1000. That's downright cheap. One of our clients sees about $40,000 per year in sales from Google referrals. And she only spent $300 with us.

Yellow Pages advertising is still great for some businesses, but the costs are high and your business will likely be viewed as a commodity supplier. You will definitely spend a lot more money publishing your advertising in paper. The question that nags me recently is this: How long is it going to be viable to publish those books for every household in the country?

More and more consumers begin and end their search for ordinary local services using the search engines. What do you think these tendencies will mean in 2013– just five years from now? It's important to mention that part of the ranking system that puts websites near the top is the durability of the content-- how long it has been online. If you don't see your competitors when searching, you can easily move to the top of that list and stay there. For years.

Your customers expect you to have a website. Your competitors love it if you don't.

Give Us A Wave(more info about methods of net advertising? see also– Internet Comparison…)


Sales for the Holidays!

Most local retail competition will not use their website to increase sales during holiday seasons. Why? They don't believe that it will work for them. What happens? Someone else takes that business. This is good news for you because YOU can still get those new customers. The bad news? It's mid October and time is quickly running out for working on Christmas Advertising for Local Retail. That nagging little thought that says you're going to get to work on your Christmas Advertising Ideas later? Sorry. Time's up.

Advertising Placements are extremely important. Far and away the most cost effective placement is your own advertising placement--the yellow pages of you: yes, your website.

What's required? You need the ability to add a page to your website and then take it down when the season is over. NeighborWave makes websites with an edit button for you--you get to do exactly that--add a page and then later take it down.

The internet is not just for the 'cool kids' anymore. Google delivered more real sales
for local businesses than the Yellow Pages--last year--2007!

Christmas Advertising via your website can be a real competition killer. While they stay away, you get paid.

  • Halloween
  • Thanksgiving
  • Christmas
  • Valentine's Day

What do you need to do to get those customers? Publish timely information on your website that shows up in an internet search. We do not want to get stuck on buzzwords, but this is called Local Search Marketing. What that means is that you need to create new messages and get those messages on your website. Now! It takes a few weeks for new content to be indexed by the search engines. If you are reading this page past November 15th... it might be too late.

If you already have the tools to publish new pages on your own advertising space (sometimes called website), then that is GREAT NEWS. You just need to add some new words to your site. We'd recommend "last minute Christmas" and "gift idea YOUR TOWN" and similar phrases in the context of a page that speaks to local customers about what they want.

If you don't have the tools, or you just want to get some affordable help, this is exactly the stuff the people at NeighborWave do every day. You really can get some real help for your small or local businesses creating and using good advertising. No, we don't stop at Internet Advertising--we have very good design and print ad capabilities. We focus on keeping the price low for you and keeping you in control. If you have us make your website, you--yes, you--get an edit button. It's an easy way for you to put up those holiday advertising messages, and then take them down when the sale is over.

How Much? We keep our prices low so that you can afford it. A very comprehensive website including detailed statistics and training for you is only $1000. But often our price is much less. One of our clients makes $40,000 per year from work from a $300 one time invoice.

Get in touch!
We're happy to help.

Comparing Methods For Internet Advertising Small Business

Be Wary of "FREE" Internet advertising-- you'll have to do the work and you might be building someone else's business instead of your own.

(not looking for info about internet advertising? see also-- Advertising Methods...)

Own Your Message ...and Own Your Space
There are lots and lots of services available to small business to help you advertise on the internet and in printed directories. But as long as you're considering buying some advertising placements, shouldn't you consider just hiring someone with expertise to help you avoid problems or a waste of your time and money? Not every kind of advertising works for every kind of business. NeighborWave makes good advertising content and then finds the right advertising placement so that it gets used.

A very Typical Internet Business Model is to use online automated services that work like old phone directories: Cityguide, Citysearch, YellowBook, YellowPages, Yahoo Small Business-- and there are a large number of local online business guides dating back ten years or more. Here's how they get you to do work for them. They take your information, then categorize your business in a database and then if they are lucky enough to have no competitors for a particular word-phrase that gets searched, they display their advertisers on a search results page. That's right-- you sitting there with your competition and no means to differentiate yourself even if you pay a monthly fee. If you are a "widget maker" in "Podunkville Ireland", the result will show you sitting there as just a name-- right next to your competitors. If you're fortunate enough to be named "Zebra Widget Makers", then you'll be at the bottom of the list, possibly not even on the first page.

Directories versus Search Engines
The Directories on the internet are database listers and they have a different goal than you do. The directories are not search engines like Google, they are a destination for searchers using Google and you pay monthly to grow their business. And there is good reason for you to NOT be in those online directories. The database lister's aim is to become an internet destination that is highly ranked by the search engines. They work on this by using computer automation to collect information that is just useful enough to show up in the search results. Once you are on their pages, they provide very few tools to help you distinguish your business from your competitors. And they charge you-- continuously, monthly, with almost no opportunity to display anything except your name. Search Engines, on the other hand, can direct people straight to your own website. And on your website there are no competitors, just your messages. Search Results are FREE-- this is the fabled "promised land" of internet advertising: Real customers find you for free. Good Small Business Advertising Messages differ from the "getting your name out there" approach by giving your customers the information that they want. The messages to help them choose you. The directories get paid essentially doing fear-based sales. The search engines get paid by providing useful information and that useful information is: your message. What's better about search marketing is that it's free to start- you can get found by Google.

Search Is Better For You
Your goals are different- your advertising is intended to reach more customers. Search Engine Marketing is the process of helping customers find your own website and it's message. The internet search engines reward good content with higher page listings. It's a simple choice-- do you want to be a database entry sitting next to your competitors? Or would you rather be listed ABOVE that database and then displayed alone using a message that compels prospective customers to know you and become actual customers?

The Value of advertising is in the message and the message is in the words. It's common for small business to experiment with internet advertising. And the most common method is to hire a "website designer"- but a designer usually can't help Google find you new customers. Google wants words and they reward well-written content with high rankings. Quality online copywriting is typically enough to put you ahead of even the directories in Google's results. And once they find your site, your messages are delivered directly from the small business publishing platform that you own- no competition.

I'll guess that I'll say again that NeighborWave is a local, small business. We get paid for real work done by a person, frequently that person is local to you. We don't get paid for programming or anything automated. You talk. We write, design and publish for you. That's how we work. Give us a Wave.


Prosumer Advertising

Let's face facts. We all know that advertising is broken. As a businessperson, we want it to work. But as people, we want it to leave us alone. What we see happening right now actually creates a really wonderful opportunity for a different and better way to reach customers. We call it Prosumer Advertising. There are a different set of tools and idea in this advertising but the results are less intrusive and more informative.

The information in your internet advertising is itself a product-- an information product. Specifically, it's a product with information about what you sell. When someone types words into a search, they are asking the search engine to create a product just for them. They are participating in creating the information product that they will consume. They produce and consume-- Prosumer.

At NeighborWave, we're really just following a very simple business idea: put the product in front of the customer and give them the information to choose. The product is information. You might also call your internet advertising "just in time advertising" because it isn't advertising until it gets found by the consumer. It's important to note that Prosumer Advertising is not pushed in front of consumers. Instead, it is prepared in advance to meet their needs.

Some of the factors that make this an interesting time to be in NeighborWave's business:

  1. 61% of local internet searches result in a purchase.
  2. Broadcasting is becoming increasingly ineffective and a little annoying.
  3. Local Supply is environmentally friendly and is friendly to local ecomonies.
  4. Local Supply might possibly be required in the future. Seen the price at the gas pump lately?

Even a Very Small Business is a delicious fit for Prosumer Advertising. If Google and similar intermediary information tools are the future, then a guy running a shoe repair shop on the corner might want some help. Small Business needs help creating informational content and they need help directing that content correctly: first to the information intermediaries and then on to the information consumer.

Your business is a perfect match for some customers.
But if you don't tell your story correctly, new customers can't find you!

If you don't click over to the contact page, you will definitely put this idea aside within five minutes. This page is about a "big picture" idea, but that's really not how NeighborWave works. We really are inexpensive AND have lots of ideas-- little ones, big ones and we promise we'll bring all the ideas that can work for you to our work on your account. You can Give Us A Wave. Or you can wander off to youtube and not worry about your business' future-- it will probably take care of itself.


Ad Management 101

We get a little frustrated with the phrase: "getting your name out there." You can count on there being exactly ZERO new customers who are looking for your name. Poorly managed advertising is usually just the practice of spending money to remind people that don't need you-- that they still don't need you. In the real world there are a lot of possible customers looking for products. Can they find you when they need you? Let's step back a little. The simplest business formula will always be to find a need and fill it. Shouldn't your advertising speak to specific needs? If your ads don't, then what can you know about your Advertising Management?

Yes, it's Management. It's Advertising Management. Your job: it's not about buying advertising- the job is to buy and manage advertising results. You manage a lot of functions in your business and advertising is like any other- it's work done to create a specific result. You certainly choose the results you want with sales, accounting and production. In advertising your business the first goal is new customers. Advertising Management is about you making the choices about how to get a perfectly matched message in front of perfectly matched customers.

Here's a radical prescription for a dead-on effective advertising campaign. Stop. Stop Shouting and Start Answering Questions. Place your ads where they can be found. Stop filling mailboxes and start finding places to speak directly to prospects. Finally, ask for results- you need management information about how it's working. If you don't get information, how can you choose? You don't need talk from a salesperson telling you everything is great and you should keep paying. Management is about choosing- so what are the real choices about advertising?

Instead of buying from a salesperson, here are the choices that you could be making:

  • Perfecting Your Content and Messages
  • Finding Perfect Publishing
  • Feedback and Tracking to Help You Get Perfect

Here's the basic Advertising Management Cycle:

Advertising Management Cycle

Perfect Message >> Perfect Placement >> Feedback and Tracking

Small Business Advertising Management definitely has its challenges, but it's not rocket science. You really can reduce your advertising costs while you increase your advertising effectiveness. Start with the basic questions: What do you say? Where do you say it? Who understood you? The people that sell you space for your advertising are typically terrible at helping you get the real answers to your questions. If your advertising help can't or won't give you the details, then you are just buying blindly.

Give us a wave, we can help you get better control.


The Advertising Basics

Prospective customers need information about you. Your Advertising Techniques need to carry that information to customers. NeighborWave will help you get the right information to prospects by creating great advertising messages and reducing the cost of production and placement.

Your prospects are increasingly ready to look not only for what you sell, but how you sell it. Customers want to know what experience comes with their buying dollars: are you helpful, are you cheap, what are you? It's a frequent and pointless exercise to attract clients that don't actually want anything from you. And when they walk away... understand this: you just paid money to make someone unhappy with you.

One of the people that invented modern advertising said very plainly that "90% of advertising never sold a damn thing." If you would like your company to be in the other 10%, then you need to work on your messages-- your content. Stop waving your arms and start answering questions. The so called "getting your name out there" plan is just arm waving.

First things first, what are The Simple Advertising Facts about you:
[can YOU answer the questions about you?]

  • Where are you?
  • What do they Get?
  • How do they Buy from you?
  • Will you Be Here tomorrow?
  • Do you have truthful, helpful product knowledge?

How do you make advertising that answers the questions?

Start writing. If you can't write, hire a writer. If your advertising doesn't answer any questions, then it's just waving your arms plus pretty pictures. How is someone going to understand that? Writing isn't necessarily complicated, sometimes the answer is as simple as "Fast Delivery." Let it be 'too simple' and anyone can understand you and what you do.

Where do you put that advertising? Start Cheap!

Internet Advertising is cheap and you learn through the process of watching NeighborWave create your advertising content. We don't sell advice, but we do talk openly with you about the choices and you will learn about advertising you-- not some theoretical company from an advice column. The costs in a web site are almost all up front and that's easy to budget. Internet Advertising can also be teaching you how to track your results. Your small business website can serve you for years and it also gives you some room to make mistakes. The page you create for internet searchers today can be changed tomorrow by you for exactly zero cost. You are the publisher, editor, owner and customer of your own website. Don't worry that you hire people to do the work--You are the Publisher.

Stay Cost Effective.

Once you find messages that work, re-publish the same information in different locations. Cost effective advertising isn't wasteful. When you find themes that work in your internet advertising, use them again... in Print. Same pictures, Same words-- new way for clients to get answers to questions about their own wants and needs.

Small Business Advertising can be done cheaply and effectively using a very simple plan. In fact, it's almost required that you stick to simplicity throughout your advertising techniques. Start with answers- and then look for inexpensive ways to put those answers in front of the people who need what you do. If you decide that it's rocket science, then sooner rather than later you'll be spending big money to pay for big salaries. Why not consider just hiring some effective simple advertising help.

We're here to help you get your advertising simple.